So how are you distinguishing this line from the Estee Lauder collections?
What’s great is it acts synergistically with Estee Lauder. It has a wonderful story, and a sense of heritage. The gold packaging is very much an Estee Lauder brand color but Tom Pecheux for Estee Lauder is more about dramatic runway makeup. This is more about no-makeup makeup.
Will there be seasonal collections?
Yes, but the thing is it will be even more edited. We’re launching with seven essentials which is the items that I can’t live without in my makeup bag–a bronzer, compact foundation, all-in-one lip/eye/cheek product, brush collection, lip conditioner and hand and body cream. [The] fall [collection] is about weekend/week day. The woman lives differently on the weekends. The week day’s a more dramatic collection; the weekend is a more neutral one.
What’s the target demographic for the new line?
It’s not necessarily an age, but rather a state of mind. It’s someone who loves style and luxury, and has a modern feminine approach to beauty. She loves the idea of edit but is also very aware of fashion and art.
What’s one beauty tip that you will take to your deathbed?
Probably less is always better. When I look at pics of my grandmother she was either wearing a dramatic eye or a dramatic lip, not both. I think that is still so relevant. Too much is too much.
Photos: Ashley Jahncke